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Want a Lower Bounce Rate? Here’s How

Want a lower bounce rate? Here’s how

How to Diagnose your Bounce Rate, and Improve It

If visitors to your website regularly bounce off it after a quick glance, that can be dispiriting, right? Alternatively, you could view their action as a way to identify and improve your site in order to increase engagement, improve your search engine ranking and increase your conversions. In this article, the Imagefix web design team offers 10 proven ways to achieve a lower bounce rate.

What is a Bounce Rate?

It’s important to clarify the meaning of the term ‘bounce rate’ as there’s a good deal of confusion around it. A bounce, as defined by Google, is when a visitor lands on your site and then navigates away from it without having opened any further pages as part of the session. These kinds of ‘bounce’ sessions are normally quite quick, amounting to just a few seconds to peruse the landing page.

Why Do Sites Get a High Bounce Rate?

A high bounce rate can be caused either by a site failing to deliver the content its visitor was looking for, or because of technical problems, such as a slow loading page or a 404 message. Sometimes a high bounce rate is created by the kind of information on offer; if visitors are searching for a specific fact – such as the capital city of a country – they will achieve their goal immediately and require no further engagement with the site.

What is a Good Bounce Rate?

A bounce rate is calculated by dividing the number of ‘bounces’ by the overall number of visits to the website. So, a website that gets 75 bounces out of 100 visits would have a 75% bounce rate. Is that a bad bounce rate? Well, it really depends on the type of page being analysed, and the sector in which the site operates.

Google Analytics has created a set of benchmarks as a guide:

What is a Good Bounce Rate?

How to Achieve a Lower Bounce Rate

If you have a page that should be attracting user engagement, such as a home page, a high bounce rate invites you to diagnose the problem and make the improvements that will make your page more sticky. Take a look at our 10 point checklist for achieving a lower bounce rate:

  1. Loading Time
  2. Search Functionality
  3. Site Navigation
  4. Professional Design
  5. Responsive Site Design
  6. Content Management
  7. A Range of Content
  8. SEO
  9. Effective Calls to Action
  10. Broken Links Management

1. Loading Time

The majority of visitors to your site will be mobile users with little patience for slow site loading. A page that takes longer than 2 seconds to load is less likely to get seen at all as users will bounce away rather than waiting.

2. Search Functionality

Many visitors to your site will be looking for a specific product or service. If they can’t locate it immediately, they will move onto the next option. One way to counter this is to offer a search function, so that visitors can check whether or not what they’re looking for is available on your site.

3. Site Navigation

The term ‘intuitive’ is probably overused in relation to site navigation, but it’s useful to remember when designing your website. A visitor should be able to quickly locate the content they want, and navigate to it. If there are pop-ups, ads or sub-menus to negotiate along the way they’ll probably bounce.

Professional Design

4. Professional Design

The first impression a website gives will influence the visitor to stay or go. Outdated, or poor website design is off-putting, no matter how good the product. Visitors need to be persuaded quickly that your site is trustworthy, high-quality and legitimate. A professionally designed website achieves all that within seconds.

5. Responsive Site Design

Most people now own a mobile, and over half of them use it to search online. Your site needs to look good on a mobile, therefore, and offer ease of functionality whatever the device being used. If you don’t know if your website is responsive (mobile-friendly) or not, view it on your phone. If you’re not happy with what you see, a web designer can make it responsive for you.

6. Content Management

Online searchers want good-quality content but they’re time poor, so they need all the help you can give them. Big chunks of text are off-putting, simply because they’re not easy to read fast. Best practice is to offer short, grammatically correct paragraphs with clear headings. Leave plenty of space around your content and use a font that is easy to read.

7. A Range of Content

Your site visitors may find it easier to digest the content they need by watching a video, or via a graphic illustration. Always keep in mind your visitors when designing a page and consider what is the best way to deliver the content they’re looking for.

8. SEO Keywords

Each web page should have a primary keyword which what the page is about, and secondary keywords which offer different kinds of information about the central topic. A good example of a search engine optimised page will deliver on its primary keyword, and differentiate from competitors with the secondary keywords. It won’t deviate or sneak in other keywords along the way.

seo keywords

9. Effective Calls to Action

A page’s Call to Action should be obvious to the visitor, provide an option they’re likely to embrace, and be impactful in its design. A good Call to Action will be seen as a helpful prompt by visitors; achieving this comes down to knowing where your visitors are in their customer journey, and what the next stage is likely to be for them.

10. Broken Links Management

A broken link occurs when a visitor clicks on a link on your website that can’t be found or is inaccessible. These will generate error messages such as ‘404 page not found’. Once this occurs your visitor will most likely leave your website to try another. Google Search Console enables site owners to audit their site for broken links or, if you have a small site, you can simply test all your links and mend any broken ones.

About Imagefix

At Imagefix we carry out site audits which allow us to identify potential bounce vulnerabilities and improve the overall performance of your website. We also offer web design services which either design a site from scratch, or retrospectively add design features such as SEO or mobile responsiveness. Our diagnostics skills and digital experience mean that we can guarantee a lower bounce rate for our clients.

Would you like Imagefix to carry our bounce diagnostics and achieve a lower bounce rate for your site? Call the Imagefix today on 01525 715608 and let’s start talking about increasing your conversions.